We are building a UK mobile plan for ordinary, everyday use — data, calls and texts on a choice of UK networks, at exclusive online pricing, installed in about a minute by scanning a QR code. Good value that stays good value, and terms you can read in one sitting.
Not on sale yet Everyday is still being built, so there is nothing to buy on this page today — and no launch date announced, because we would rather name one we can hold to. Our travel and IoT eSIMs are on sale now.
UK mobile is not short of providers. It is short of ones that price the same offer to everybody, leave the price alone once you have joined, and explain the terms without a glossary. Everyday is our attempt at that: a plan sold online and direct, on an eSIM, with the savings from cutting out the shop handed to the person buying rather than kept.
These are the decisions being made now, while the product is still on the drawing board — which is the only point at which they are easy to make.
Value is not the same as a headline price with the interesting parts removed. We are building this to be genuinely good value across the whole time you hold it — not a low number for six months that quietly resets to something else afterwards, and not a big allowance wrapped around charges you only meet later.
Most of what irritates people about mobile is not the price on the day they join. It is the mid-contract rise, the loyalty penalty that rewards new customers over existing ones, and the exit fee for leaving. Those are the things we are designing out, because they are choices a provider makes rather than costs it has to pass on.
Everything that matters — the allowance, what happens when it runs out, what you pay outside the plan, how to leave — written where you can read it before you pay, not in a PDF linked from a footnote. If a term needs a paragraph of explanation to sound reasonable, it is usually not reasonable.
Coverage is local. The network that is flawless in one town is the one that drops out in the next valley, so being tied to a single operator suits the operator far more than it suits you. Everyday will offer a choice of UK networks, and the specific operators will be named here when the agreements are in place.
Nothing here is novel. An eSIM removes the plastic and the waiting; the rest is just a mobile plan, sold honestly.
Choose the operator whose coverage suits where you spend your time, then the allowance that matches how you actually use your phone.
Full terms on the page you pay from — what is included, what it costs, and what happens at the end of the month. No surprises kept back for later.
The code arrives by email within a minute or two. Scanning it installs the profile straight onto your phone, over Wi-Fi, in about a minute.
Bringing an existing UK number across is part of what we are building, using the standard PAC process, so moving to us does not mean telling everyone a new number.
Everyday is not ready, but the rest of the range is. Travel eSIMs cover the UK and 190+ other countries and activate in seconds; IoT connectivity keeps devices online wherever they are installed. Anything you want to ask about Everyday in the meantime goes to [email protected].